H&M offers a kiss for a cause with their latest campaign for Fashion Against Aids. Directed by Dan Martensen and featuring a cast of model couples, the ad is cool, romantic and offers a look at the most important thing there is – love. Of course H&M isn’t just offering lip service – 25% of the purchase price of all Fashion Against Aids items goes towards AIDS Prevention. MDC caught up with the campaign’s casting directors Daniel Peddle & Drew Dasent at Daniel Peddle Casting to find out more about the ad and the process behind the scenes.

MDC: What was the most enjoyable aspect of casting this campaign?

Daniel and Drew: Working with Jenny Friedberg at Creative Chaos on such a positive campaign and meeting such amazingly diverse real couples in love.

MDC: Fashion has always been such a huge support in the fight against AIDS. What other charities or initiatives have caught your eye?